The decision to “become anti-social” was not something the brand downplayed, citing concerns about mental health and digital well-being.
At the time, the company issued a statement reading:
“We don’t ask our customers to meet dark and dangerous alleys, but some social media platforms are beginning to feel like no one should encourage them to go… We hope that the platform will implement strong best practice guidelines. While we are committed to connecting with us on social media, we are forced to take our own actions to protect our customers from the harm and manipulation they may experience.”
Lush Company Statement, 11/26/2021
In an age where beauty brands dominated the social commerce field, it was considered a bold move that attracted the attention of stakeholders in other industry due to the risk of alienating potential online beauty shoppers.
Certainly, according to market research firm Statista, “In the first half of 2024, approximately 6.2% of online beauty sales were due to social commerce in North America. [and] Of these, Tiktok Shop contributed to the largest market share, followed by Temu and eBay at 1.5% and 1.2% respectively. ”
Three years later, CosmeticsDesign caught up with Jack Constantine, chief digital officer at Lush, to look back on travel, including risk and reward, and explore how the company has grown in its connections with consumers outside of major social media platforms.
Deciding to leave
Today, Constantine shared that his departure from Instagram, Tiktok, Facebook and Snapchat was not without challenges, but that he “waives the key, over 10 million followers and the immediate reach they provided.”
However, he explained that in the current landscape, the grip of Big Technology is loose “as these platforms are given a face,” adding, “it will be even more likely that more users will move towards other platforms where more users provide more services, as they were all front and center in Trump’s inauguration.
Despite the departure, Lush customers continue to discuss the brand online, he confirmed. “We’ve always been a social brand inherently, and that remains the same. Our customers continue to talk about our products and share their experiences with the social platforms they use.”
Build your own platform
Without traditional social channels, the lush ones have focused on their own platforms. “The main strategy at the moment is to focus on investing and developing our own platform as a social tool.
The numbers reflect increasing consumer engagement. Lush counted 1.75 million app users, 1 million chose push notifications, and 6 million subscribers joined the global newsletter. “We’re engaging with our dedicated, lush community at Discord, which is the perfect space for our community to receive immediate feedback and direction on what we want to see, more or less.”
Video content is also a pillar, with popular YouTube channels regularly hosting “Lush Reaves” with product launches and campaigns. “We continue to monitor the mitigation and safety of these platforms, but we are also looking at the rise of alternative social media platforms like Bluesky,” added Constantine.
Rethinking the interactions between brand consumers
Lush’s new center of digital presence focuses on privacy, personalization and community. “We focus on enhancing the digital space we own,” Constantine shared. For example, he explained: “The lush app serves as a central hub for personalized content, ethical storytelling and exclusive experiences, all designed with the privacy and happiness of users in mind.”
He emphasized that the brand’s goals exceed sales. “It’s not just about selling products, it’s about building a space where our community can be seen, heard and respected. “He said, “I believe this represents a future of brand consumer interaction.
Advice for brands considering shifts
Constantine provided measured guidance for brands of similar movements. “In the end, the brand has to do what feels right for them,” he advised. “It’s a big move,” he added. “And it’s difficult to commit in the long term unless you fully believe in the reason for leaving.”
He recommended a small start. “If you have the ability to do so, I’ve always advocated experimenting on small, decentralized platforms,” he explained. “You often find more engaged users in these spaces, which is more valuable for community building.”
His broader advice: “Invest not just clicks, but in the community, [and] Test small, frequently iterate, explore partnerships with ethical platforms and technology providers; [as] Our experience shows that investments in authentic, value-driven engagement can lead to sustained customer loyalty. ”
The future of ethical digital space
Constantine believes that “the shift towards an ethical digital space reflects the growing demand for transparency, privacy and happiness.” This trend “impacts not only beauty and personal care brands, but also the broader digital ecosystem,” he added.
He also called on the brand to play an active role in addressing misinformation and digital safety. “In this ever-changing age, brands have the opportunity to take responsibility and develop an ethical, transparent digital community. Lush, we have been working on human-created content, clear communication and user privacy for a long time.”
Constantine believes that leading by values can help brands build healthier digital environments. “By leading our values, we aim to contribute to a more trustworthy and caring digital environment,” he concluded.
